Morrisons has raised the stakes in the supermarket price war, pledging to match or beat rivals’ prices on hundreds of everyday essentials. The supermarket today (Aug 24) unveiled its ‘Unbeatable Prices’ com mitment covering over five hundred weekly essentials, reassuring customers that Morrisons prices are the same or lower than those offered at other major competitors.
Operating roughly 500 supermarkets and 1,700 convenience stores, Morrisons hopes the pricing strategy will help reverse recent declines in its market share.
According to Worldpanel figures for the 12 weeks to August, the company held an 8.5 per cent market share, making it the sixth-largest UK supermarket chain behind Tesco, Sainsbury’s, Asda, Aldi, and Lidl, which recently overtook it.
Morrisons stated that clear signage in-store and online will highlight the products with ‘Unbeatable Prices’ - guaranteeing the lowest prices on everyday favourites such as bananas, salad tomatoes and carrots, alongside staples like bread, butter, chicken fillets, bacon and pizzas.
The initiative ensures customers can complete their entire weekly shop with total confidence, knowing they are getting outstanding value and removing the need to shop around.
The scheme also extends to key fresh lines across Morrisons iconic Market Street counters, ensuring customers will benefit from great quality alongside expert, personalised service, at unbeatable prices.
It comes two years after Morrisons first launched a price match against hundreds of Aldi and Lidl products as part of its fightback against the German discounters.
Alex Paver, Customer and Marketing Director at Morrisons said: “Customers shouldn’t have to choose between great prices and great quality - and at Morrisons, they don’t have to.
"Our Unbeatable price commitment means customers can trust that the prices on these products simply won’t be beaten by Asda, Tesco, Sainsbury’s, Aldi or Lidl. And uniquely at Morrisons, that unbeatable value comes alongside the quality, freshness and expert service we’re famous for - from bread baked fresh in store to food prepared by our skilled Market Street colleagues. It’s a simple promise, exceptional quality, at unbeatable prices, giving customers more reasons to shop at Morrisons.”